Conceito Ada

The project focused on revitalizing Ada's brand identity to better resonate with its target audience and reflect its core values. The project included developing a cohesive communication strategy, establishing a distinctive photography aesthetic, and launching a user-friendly website. #SeniorProductDesigner #SeniorWebDesigner #SeniorBrandDesigner

Client

Agency

Role

Year

Conceito Ada

Founder Partner

Senior Brand and Product Designer

2017

About the brand

Conceito Ada is a women's clothing brand that champions a new approach to consumption through its three guiding pillars: slow fashion, feminism, and veganism. The brand creates beautifully designed pieces that prioritize comfort and practicality, all produced in limited runs using high-quality materials sourced from 100% Brazilian suppliers. Each item is named after an influential woman in the feminist movement, highlighting significant struggles that have historically gone unnoticed and offering inspiration to those who wear them.

My Role

The image and positioning of the brand was conveying were no longer aligned with its objectives and audience. For this project, I led the redesign of the visual identity and developed a comprehensive brand strategy to create a fresh identity. This included establishing a clear communication strategy, which enabled us to develop a cohesive photography aesthetic and a new website, enhancing the brand's overall presence and engagement with its audience.

Before

Founded in 2015, Conceito Ada initially focused its visual identity on printed materials, including tags, business cards, packaging, and gift cards. At that time, digital assets were limited, primarily consisting of banners for the website and posts for the Instagram feed. This approach emphasized tangible branding, but the need for a more robust digital presence became increasingly evident as the brand grew.

After

With the growth of the brand and the rise of social media platforms like Instagram, particularly with the introduction of features like Stories, the brand recognized the need for an update. This involved redesigning its visual identity and developing a diverse range of digital materials to engage its audience more effectively. Below, you can view select pages from the brand book created for the company, showcasing the new identity and visual elements designed to enhance the brand’s presence in the digital space.

The slogan "Made with Love" was updated to "Wear Your Ideals," a phrase that had already been widely used in offline campaigns and established itself as a hallmark of the brand. This transition became the new slogan, effectively capturing the brand's essence.

Additionally, the three main pillars (Slow Fashion, Feminism, and Veganism) were prominently featured on most printed materials and even incorporated into digital assets, such as the top of the newsletter, to reinforce the brand's positioning and values.

In tandem with the new photographic language, the updated website was designed to have a lighter and more intuitive aesthetic. This version emphasizes clarity and accessibility, focusing on explaining the brand to the end consumer. It provides insights into the production process, guides users on how to take their measurements, and places a greater emphasis on showcasing the products compared to the previous version. This holistic approach enhances the overall user experience and aligns with the brand's core values.

A launch strategy was developed for social media to introduce the new website and visual identity. This included creating templates specifically designed for use in Instagram Stories, allowing the brand to effectively communicate the updates and engage its audience. These templates were crafted to maintain a cohesive look while highlighting the brand’s values and products, ensuring a smooth transition to the new visual identity across all platforms.

The photographic standard established for printed materials featured black-and-white images that highlighted the brand's visual identity in a rich burgundy tone.

The packaging was thoughtfully designed to minimize waste, utilizing a simple kraft paper box sealed with a printed adhesive. Each garment was accompanied by two tags: one introducing the brand and the other providing details about the product, including its name, inspiration, washing instructions, and care tips. This approach not only reinforced the brand's identity but also aligned with its commitment to sustainability.